“To know others is to know oneself” is one of the guiding principles of Trung Bui – Founder and CEO of Tidita – a kitchen appliance retailer in the US market through Amazon.
“To know others is to know oneself” – the key to survival with giants from China, the US, Mexico
“In the midst of a sea of opportunities, one can either be overwhelmed and overwhelmed, or take control of their own path“, Trung Bui – a former engineer turned cross-border e-commerce entrepreneur – confides.
“In 2017, I made a U-turn from a construction engineer to become a seller on Amazon. The result was a heavy loss. In addition to limited capital, the most important reason was that I had not chosen the right product for the market“.
In 2019, after much research, Trung realized that the wood industry still has potential niches. Home kitchenware – kitchen utensils – is an unexplored market.
Just in the US market alone, the total value of e-commerce for the Furniture and Home Decor category reached $145.56 billion in 2022, according to market research firm eMarketer.
According to Amazon’s statistics, the Furniture and Home Decor category has seen outstanding growth from 2020 to 2022. In the past 3 years, Home & Kitchen has also consistently been among the top-selling categories for Vietnamese sellers on Amazon.
In the Furniture & Home Decor category, large-sized wooden furniture such as tables, chairs, bed frames, shelves, indoor and outdoor flooring… account for a high proportion with the presence of many large manufacturers. Small Vietnamese brands, newly established, with relatively small capital will find it difficult to compete not only with other local US brands but also with foreign suppliers such as China, Mexico, which have advantages in terms of price and transportation.
In that context, Trung understands that he needs to find a smaller, less exploited product niche, a gap to develop – while also leveraging Vietnam’s manufacturing strengths.
“From customer reviews and keyword search tools on Amazon, I also understand more about the needs of US customers. I see that they are very interested in sustainable materials. US customers demand high design and quality as well as the versatility of the product.”
“Therefore, I chose to go with kitchen decor wood products, with a home decor trend that is both functional and decorative. US users prefer minimalist or vintage styles, so Tidita’s designs are developed in this direction“, shared Trung.
Proactive supply, not just “buy and sell”, tripled sales
Coming from an engineering background, Trung’s guiding principle for Tidita is to constantly research and improve products according to the needs of international customers. The investment in R&D is reflected in the choice of Acacia wood that Tidita uses. This is a natural adhesive wood material, reasonably priced, high durability, contributing to the exquisite designs of Tidita.
The main products of TIDITA include: “Lazy Susan” versatile wooden tray, charcuterie wooden cutting board, versatile kitchen utensil rack, wooden kitchen table cover… Tidita’s products also have a longer lifecycle thanks to their uniqueness, differentiating them from competitors and their suitability to consumer tastes.
“In the past, I faced some difficulties relying on suppliers, affecting business on Amazon. Therefore, I made a pivotal decision – to open a manufacturing workshop to take control of the supply source and optimize costs.”
“I chose Binh Duong as the location of the workshop because it is the wood furniture capital of Vietnam, with skilled labor and a complete accessory ecosystem for production. Looking back, I see that it was a correct decision, as afterwards, sales tripled compared to the time relying on the supply source“, Trung Bui recalls.
Screen capture image.
Currently, Tidita’s 36″ (91 cm) wooden food tray is sold to US consumers for over $42 (over 1 million VND), excluding shipping fees. As of February 4, 2024, there is only 1 item left in stock. Despite price competition and shipping fees from Chinese competitors, this made in Vietnam product by Trung Bui has sold over 200 orders in the previous month with a 4.8/5* rating on Amazon.
“After a period of business operation, Tidita has received positive reviews from customers, with a listing ranking of 10/10, and 90% of TIDITA’s products are rated over 4.5* on Amazon. Sales have tripled compared to before, and during holidays or Christmas, sales are three times higher than in low seasons. The customer retention rate is high“.
“If using available materials well and leveraging Vietnam’s labor advantages, businesses have the potential to compete on equal terms with major suppliers in the world with reputable brands and high-quality products. From what I have observed, many Vietnamese entrepreneurs have a flexible mindset, know themselves and know others, always finding market gaps“, confidently affirmed Tidita’s founder.
